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Tipping when your tour guide owns the business

I’m on a group tour in Turkey run by a British organization. The owner of the organization (which I’m guessing is rather large based on the number of tours they run in various places) is our tour guide and he does a great job. Because of the number of tours the company runs, he does not lead all the tours so hires others as guides - which is probably the case on most of the tours. There are also several others who are assisting in various ways with the tour and another tour guide who is with us each day as well. The company sent out guidelines for tipping because their guests have apparently asked about this in the past. My question is this: if the owner of the company is your primary tour guide, do you tip him? I have been told in the past that you don’t tip the owner of a business but perhaps the world is a different place than it was when I grew up and I want to do the right thing. I suppose one way of looking at this would be if you went on a Rick Steves tour and Rick himself was your tour guide, would you tip him? I’m going to ask some of the others on the tour what they plan to do, but I respect the experience of everyone here so wanted to get your input.

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suppose one way of looking at this would be if you went on a Rick Steves tour and Rick himself was your tour guide, would you tip him?

Actually, not a good example because there is no tipping on any RS tour regardless of who is leading it.

The standard practice is not to tip the owner of the business. However, this is changing depending on where you are.